Sponsorship & Marketing
Toyota, USA Ski & Snowboard reunite in multiyear partnership
US Ski & Snowboard has struck a multiyear partnership with car manufacturer Toyota through the 2026 Winter Olympics after a two-year hiatus between the two parties
Cazoo continues sponsorship drive with St Leger Festival naming rights
Horse racing’s Arena Racing Company has signed up online used car retailer Cazoo as headline sponsor of its St Leger Festival.
Borilli Racing extends as FIM EnduroGP World Championship title sponsor
The International Motorcycling Federation (FIM) has retained road tyre manufacturer Borilli Racing as title sponsor for the 2021 Borilli FIM EnduroGP World Championship
49ers unveil extensive marketing campaign to celebrate 75th anniversary
The National Football League's San Francisco 49ers have unveiled a yearlong marketing campaign to celebrate the team's 75th anniversary
LaLiga, Eredivisie agree licensing deals with mobile game developer FTG
LaLiga and the Eredivisie, the governing bodies for the top divisions of Spanish and Dutch club football, have agreed licensing deals with First Touch Games (FTG), the developer of mobile football game…
Suzuka extends F1 deal, Honda to sponsor 2021 Japanese GP
Formula 1 is set to continue racing at Suzuka Circuit until at least the 2024 season, after a three-year contract extension was struck for the Japanese Grand Prix
Madrid Open renews with Dekton, adds Openbank ahead of return in 2021
The Madrid Open tennis tournament has renewed with one of its main sponsors, worktop surface specialists Dekton, ahead of the 2021 edition
Rugby Australia seeks new jersey sponsor as GFG Alliance pulls out ‘at eleventh hour’
Rugby Australia will return to the market for the sale of its main jersey sponsorship after steel and mining conglomerate GFG Alliance pulled out of an advanced-stage agreement
Lifebuoy to supply hand sanitiser for EFL clubs, as Synlab tests Barça’s sports teams
Unilever-owned hygiene soap brand Lifebuoy has agreed a multi-year sponsorship of English football’s second-tier league body, the English Football League, aimed at helping clubs provide a safe return o…
RLWC2021 secures New Era deal
The Rugby League World Cup 2021 has signed up global headwear brand New Era to its sponsorship portfolio
Biles leaves Nike to partner with Gap’s Athleta brand
American superstar gymnast Simone Biles has ended her long-standing relationship with Nike to strike a new apparel partnership with Gap's Athleta brand
AELTC names former IMG and Universal executive Henderson as commercial director
The All England Lawn Tennis and Croquet Club (AELTC), organiser of the Wimbledon Championships tennis Grand Slam, has appointed former IMG and Universal Music Group executive Gus Henderson as its new commercial…
Formula E strengthens DHL ties with race title sponsorship
Formula E has built on its long-term association with logistics company DHL through a new race title sponsorship deal
Breeders’ Cup selects JMI Sports as exclusive sponsorship sales agency
US-based media rights and venue development company JMI Sports has been retained by the Breeders’ Cup as the exclusive sponsorship sales agency for the classic horseracing property.
Horizm converts Saracens as first rugby client
Saracens has become the first rugby union side to work with Horizm, the digital inventory management company, in a deal announced today (Friday)
Heineken USA strikes beer, hard seltzer partnership with UBS Arena
Heineken USA has become the exclusive beer and hard seltzer partner of UBS Arena, the new $1.1bn home of the National Hockey League's New York Islanders
NFL signs Valspar as UK sponsor in CSM-brokered deal
The National Football League has signed up paint brand Valspar as a regional sponsor in the UK, in a deal brokered by the CSM Sport & Entertainment agency
Hyperice names UFC champ Weili Zhang as global ambassador
Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador